10 steps to Getting

Positive Publicity For

Your Agency or
Organization

10
Steps
To Getting

1 Establish an Agency wide

Media Protocol

Pg. 2

2 Building Media Relationships

Pg. 3-4

3 What is a Newsworthy Event?

Pg. 5

4 What is Your Message?

Pg. 6

5 Who to Contact
6

News Releases Get Creative!

Preparing Volunteers & Staff

Dealing With Controversy

9.

Positive
Publicity

Pg. 7-8
Pg. 9-10
Pg. 11

The Agency Marketing Video

10 Join the Media

Distribution Network
PreparedbyNonProfitNewsSource,501(c)3Organization
www.NonProfitNewsSource.Org

For Your
Agency

Pg. 12-13
Pg 14
Pg. 15

Create Your
Own News
Distribution

Network

Contact: Nancy Montoya

Kirt Ijams

520.248.1050
1. [email protected]
520.270.3672 [email protected]

Establish an Agency
Wide Media Protocol

Establishing an agency wide Media Protocol means your organization has a plan for
working with the media.
A Media Protocol helps staff, volunteers and board members plan media coverage for the
positive things that are happening in your organization.
A Media Protocol can also help you negotiate through a time of negative or undesirable
publicity.
1.
ESTABLISH A MEDIA LIAISON
In most organizations, the Executive Director is the media liaison. However, an increasing number
of agencies around the country are establishing non-ED media liaisons for positive stories, while
letting the ED step in only when there is a story that requires administrative attention.
(Alternative to an ED) At a scheduled staff meeting ask staff or trusted volunteers if anyone would
like to be the media liaison. Some agencies have even established multiple liaisons either by
events or areas of expertise. One of the most successful Media Liaisons in a Seattle nonprofit
organization, for example was a volunteer parent who had years of media experience.
2. WHO CONTACTS THE MEDIA AND WHEN?
Each agency is different. Some want all media contacts to be approved by the ED first. Other
agencies allow senior staff to make contact on their own. We strongly recommend that the media
liaison be aware of any contact with the media.
3. ESTABLISH A MEDIA CALLENDAR
Every agency has a calendar of events for the year. Determine at the beginning of the year which
events could mean positive stories for your organization.
4. KEEP A LIST OF GOOD (EVERGREEN) STORY IDEAS AND REVIEW AT STAFF MEETINGS
A beloved groundskeeper is retiring after 40 years
An unusual class project involves the community
A teacher has a new twist on teaching math, history, etc.
A parent volunteer or community member comes to the schools aid
There are so many good stories that involve public education that are shared with just a handful of
people. Write them down!
5. KEEP A COPY OF NEWSPAPER AND TV STORIES
When seeking sponsors for events or when applying for grants past positive news stories can be
2

extremely useful. Remember too, sometimes when something negative happens, it is good to pull
2. negative ones.
out a list of positive events and stories that may counter

Building Media Relationships

Reporters are people too!

They get overworked, rushed, feel stressed. (Just like
you.) So, Remember that when dealing with the
media.

Your best bet for getting positive media coverage for your organization is to establish a
trusting relationship with reporters. Its not that you trust themit is that they trust you.
Every organization that receives a lot of positive publicity says the same thing: We have a
long-standing, working relationship with our local reporters. Establishing that personal
relationship is crucial.
Many agencies dont even write news releases. They just call reporters, tell them whats
happening, and the reporters write a story, or the assignment editor sends a video crew.
Based on their experience with the Agency, the reporters know the contact is a source of
interesting news that is worth covering.
IF YOU BUILD IT.THEY WILL COME
If you build a solid relationship with the news mediathey WILL come to your organization to cover
positive stories. Whenever possible, the best way to make contact with media professionals is
through people you know.
1. Start by calling folks you know who work in the media. If they can't give you the contacts you
need, they can certainly point you to someone who can.
2. At staff meetings ask volunteers or other staff members if they know anyone who works in the
media.
3. Dont be afraid to reach out to clients who may know someone in the media.
ONCE YOU HAVE A RELATIONSHIP PROTECT IT
1.

Keep it short. When you call your contacts, get straight to the point. They are busy people
with frequent deadlines.

2.

Find out the time of the reporters' deadlines and respect those deadlines. Deadlines differ
according to the time of distribution or broadcast. Try to plan your call around these
deadlines and you'll keep them happy.

o Morning newspapers often have a noon deadline; so don't call during the hour before that.
o Radio newsrooms are busiest during the morning and afternoon rush hours (6:00 - 9:00
a.m. and 3:00 - 6:00 p.m.). Big radio stations also have newscasts on the hour during the
day, so you should also avoid calling during the 15 minutes preceding the hour and the 10
minutes following the hour.
o Television newsrooms are frantically busy during the last two hours before a newscast.
Avoid calling them after 3:00 p.m. A great time to call almost any newsroom is about 9:30
in the morning
o Fridays and weekends are great days for human interest stories from nonprofit
organizations. Major news conferences are rarely held on Fridays. By the end of the
week, assignment editors are often scrambling.
o While most agency related stories dont happen over the weekend, if you establish a
relationship with the weekend producers, often, you can get them to do some pre-planning
for a weekend spread or TV news story.
3. Know the news staff. If given the opportunity, try to find out what reporters or media types
have children or are married. The Pew Center did a major survey of 1000 news
organizations and found, that married reporters with children are more likely to take an
interest in a communitys nonprofit organizations.
4. If you establish a good media contact, feed them the evergreen or feature story directly
instead of blanketing all the media.
5. Do blanket media releases for events or announcements not feature type stories.

3.
What is a Newsworthy Event?
News stories about your organization wont just happen by themselves. As much as wed
like to think that reporters spend their time independently discovering all the terrific things
happening in a community, the unfortunate reality is that they usually cant. They dont
have TIME!
Reporters are often pressed for time, overworked, and unable to seek out all the stories
that merit coverage. Unless you tell them about your story, they probably wont find out
about it.
Therefore, if you can bring your story to them in a way that's easy to understand, you'll be
a big step closer to front page coverage or a spot on the evening news.
1. The first thing to keep in mind in working productively with the news media is that
journalists want something newsworthy to report on.
2. Start watching TV, listening to the radio, and reading the newspaper with a more
careful eye. Take notice of what kinds of things reporters in your area cover and
from what angle.
Media work is the art of drawing attention to something. Its important that your story be about
something and that the something is interesting. Interesting stories can be developed from nearly
anything related to our nonprofit community.
The media needs you - they must replenish an endless need for fresh and interesting material.
But don't expect the media to drop everything and report on you, just so you can get some free
publicity. Remember their goals of reporting news and serving the community; you must blend with
that agenda. Many editors shy away from blatantly promotional pieces.
Try to find a new twist to annual events.

How about a story on volunteer hours?

Or a story on a dedicated volunteer What will the fundraiser buy?
How are students, volunteers even clients involved?

Send out a blanket news release to all media for an event but personalize it when possible
and send that to a reporter/editor with whom you have established relationship.

4.
What is Your Message?
Once you have identified your story, you need to come up with a clear
message. The message is the main concept you want reporters and the
public to understand.
It might help to imagine what the headline of a story written about your
issue might say. A good message is easy to remember, simple to
understand, emotional or dramatic, and has a sense of importance.
A good message is brief -- it can be stated in one or two sentences.
A good message should be stated so that someone who knows nothing
about your topic can understand it. Remember, most reporters are less
informed about your topic than you are, so avoid jargon.
Technical words may make sense to you, but they wont to someone else.
You dont want your press kit or news release thrown away because an
editor doesnt understand what you mean.
Be emotional and dramatic in crafting your message. Youre trying to
convince people to care about a topic you consider important. The words
you choose to talk about your issues are very important. Make sure they
will have an impact.
Agencies that get a lot of press usually explain things in simple emotional
terms. Crafting a good message may seem like a lot of work, but its worth
it. An effective message will be eye-catching to reporters. It is the main
thing theyre looking for.
Reporters dont want to hear a lot of explanations when youre trying to
decide whether something is newsworthy. They want the bottom line and
thats what your message will give them.

5.
Who to Contact
Newspapers Contact Individual Reporters or ask for the City Desk
Look at the feature section of any newspaper and take note of how the articles begin. Most of
them start off by describing one person's experience with a particular issue. Why? Because it is
people and events that make the news. Readers want to know how an issue affects their lives and
community.
For any story that you want written up, develop a human interest angle. For example: Think about
the people that make your literacy program unique -- new readers helping with program
development, busy college students making a difference in people's lives, etc.
Today, more and more newspapers think in terms of a total package -- words, pictures and
graphics. Your best bet for getting coverage is to think in these terms as well. So, when you
approach a reporter about doing a story, give them as many of these elements as you can.
Television and Radio Contact individual Reporters or ask for the Assignment Editor or the Week
end Producer
Television looks for human-interest stories and compelling visuals. In order to involve television
stations in your story, call the station and ask for an assignment editor. Briefly describe your story
and say Im sending you more information NOW!
Letters to the Editor Send these directly to the newspapers editor
The op-ed pages of a newspaper include "letters to the editor" submitted to the paper by regular
people. A forceful, well-written letter can be very influential in raising interest in your issue. Plus,
studies show that the op-ed pages are the most highly read section of the paper.
The editors of the op-ed pages want passion, so ignite their fire with a personal story of triumph
from your organization. Do not write an academic, fact-filled letter. Share real life experiences
instead. Keep the letter brief, no more than 250 words (call the paper to learn their word limit).
Add a few important facts and statistics to lend credibility to your story, but only ones that are
reader-friendly and easy to understand.
Try to connect your letter to a recent issue in the paper or currently featured article. Also, note that
humor can help: perhaps you can use an unusual experience to convey levity and an important
message about you organization.

Be sure to sign your letter, and include your address and daytime phone number. Editors may call
to confirm that the letter is yours, but your address and phone number will not be printed. Finally,
mail a copy of your letter to your elected officials. (Hint: Do not send a letter to more than one
paper at the same time. Wait for at least one week for your letter to run before submitting your
letter to another paper.)
Editorial Boards Meeting with the editorial board is usually something the organizations
administrators do, however, depending on the subject, an individual with an agency may also get
some ear time.
An Editorial Board is the body at a paper that determines what stance the paper is going to take on
a certain issue. It is responsible for "in-house" editorials that run along the left side of the front
page. An editorial may help generate more support for your issue because of its prime location in
the paper.
When asking an Editorial Board to do an editorial be prepared. Research whether your issue has
been featured in the paper lately. Make an appointment by calling the editorial page editor.
Ask how many people you will be meeting with so that you can bring summary fact sheets and
contact information about your topic for everyone. Let them know how many people in your
organization will be attending as well (do not bring everybody; no more than three people should
be there). Be prepared to tell them exactly when you would like the editorial to run.
Aside from the paper's front page editorial, the Editorial Board also prints opinion editorials in the
op-ed pages, next to the letters to the editor. Opinion editorials can be as long as 750 words,
significantly more than letters to the editor. Thus, opinion editorials can have greater impact, and
Editorial Boards are more selective about these pieces than they are about letters to the editor.
In general, it is best to approach the Editorial Board to gauge their interest in your topic before
spending time writing and submitting your editorial to them.
Pictures Pictures Pictures Pictures!
Try to hold events in an attractive, well-lit place. Kids, dramatic readings, outside events, wellknown people, colorful banners, all of these help to make for more active, interesting photos.
Nothing is more "blah" than a picture of people sitting passively in a classroom or someone
standing at a podium delivering a speech. And try to avoid set-up shots that look staged, such as
"grip-and-grin" or "my prop and I" photos. (Hint: Having your agencysbanner in the background of
a photo gives you extra publicity. And remember: you must have parents' permission to
photograph children.)

6.
News Releases Get Creative

Getting the Medias attention is sometimes a matter of being creative and going beyond a simple
Media Release.
Examples:
Ironwood Ridge High School in Tucson used a shoe box filled with old worn out kid shoes
with the news release glued to the top of the box. It read: Try Walking a Mile in These
Shoes. The event was the schools shoe drive for kids. Remarkable media turnout.
Harelson Elementary had a class of 2nd graders hand draw and color their news releases
about the annual Peace Conference. (The real media release was attached, but the kids
hand drawn releases really got the assignment editors attention.
Sometimes an unusual twist to the releases will get you huge rewards. Enlist the help of
volunteers and staff. They are some of the most creative people around.
Media Releases
Media releases provide information to the media about your event, and they should be
sent out at least two weeks before your event.
Releases should be sufficiently informative to allow a reporter to write a story from the
release alone; sometimes releases are even printed "as-is." (not often though)
Make sure you follow up on your release after it has been sent.
Media Release Format
Media releases should be no longer than two pages, typed neatly and double-spaced.
(One page is even better.)
9

 On both pages be sure to include the subject, the release date or "FOR IMMEDIATE
RELEASE," and the page number in the upper left corner.
In the upper right corner, include the names and phone numbers of contact people.
At the close of the release, add "# # #." If the release is two pages, end the first page with
"--more--" and the second with "# # #."
Media Release Content
The content of the media release should be adequate for a reporter to write an article
based on the information presented in the release. That is not to say that a reporter will,
but it gives you an idea of how important it is to have a fact-filled, quick reference, humaninterest story conveyed in a brief manner.
Be sure to avoid clichs and writing in the passive voice. Use facts, opinions, quotes and
any other information you want, but be sure to include a source for credibility.
Occasionally, press releases are reprinted exactly as received, so be sure that you are
presenting a complete story that could be run "as is."
Press releases are written in an inverted pyramid of information, beginning with the
conclusion, then followed by supporting facts.
You should include a strong quote from a spokesperson, along with supporting facts and
figures to lend credibility to your group.
The last paragraph should provide information about your school and any other partners or
organizers who play a key role and have supported your group. (Note: there is a sample
press release at the end of this chapter.)
Media Advisories
In order to prepare your media contacts for your media release and to increase your chances of
getting coverage, media advisories will help. In the weeks before your event, send out periodic
media advisories to share basic background facts and to remind the media of your event.
Media Packets Media Kits
Want to get on the good side of a reporter? Get them a Media Packet!
These quick-reference pocket folders for reporters with background information on the event or
topic. Media Packets or Media Kits should include:
1. An easy-to-read schedule of events, along with brochures (if available) and a press release of
the event
2. Photo opportunity times along with names and phone numbers of staff who are willing to be
photographed. (Be sure to ask people if they are willing to be photographed before you make
arrangements with the reporter!)
10

3. A brief history of your ORGANIZATION.

4. The event coordinator's name and phone number
5. Names and phone numbers of people who are willing and able to be
interviewed.
6. Clips of other articles that show positive media coverage

7.
Preparing Clients, Volunteers &
Staff
for a Media Event or Visit

There are very few stories that occur concerning an agency that dont have a client component. So
it is important to prepare clients for a media visit.
1. Select a client/s to be photographed at least a week before the event.
2. Get parental/guardian releases signed for children who will be interviewed or
photographed. Make sure you know of a child who is NOT to be videotaped even in a
wide shot. (See sample parental/guardian releases)
2. Tell clients, volunteers and staff what to expect, and what is expected of them, including
behavior.
3. Make sure clients, volunteers and staff understand what the story is about. Nothing worse
than a reporter interviewing a someone who hasnt a clue what the story is about or what
are the objectives.
4. Younger clients or volunteers should understand that waving and yelling at the camera is
NOT acceptable behavior. And yes that goes for high school students as well.
Sometimes photographing younger kids is actually easier.
5. Make sure you have an escort for the reporter.
6. Try to be flexible. Sometimes reporters call at the last minute with a schedule change.
Dont get angry instead find a way to accommodate them.
7. Make sure to ask when the story will air or be printed. Get that information out to your
entire organization including board members and volunteers.
8. Make sure you follow-up with a Thank you to the reporter. Consider having c;ients or

11

volunteers write letters. Get parents to call the newspaper, radio or TV station with positive
comments. The impact of a few letters and phone calls is amazing!

8.
Dealing with Controversy
Media Do's and Don'ts

Do become friends. Establish a relationship with the print and broadcast reporters in your area.
Find out who usually covers topics related to your organization by calling local newspapers and
radio and television stations.
Do discuss media policies and procedures with your organizations PR professional. Most
large Agencies have a public information officer who can help you with your media relationships.
Don't expect all good news. Reporters are not responsible for making you or your agency look
good. That's not their job. But a good relationship and an open-door policy at your agency can
result in positive coverage.
Don't be shy. Call reporters. Tell them about your agency and let them know your organization is
available to them. Invite them to speak about their careers at a breakfast meeting, a luncheon or
event. The goal is to get the media to know your agency.
When a Journalist Calls or Visits
When a journalist calls or visits your organization, get as much information as possible before you
begin to comment. Ask questions such as, What's the story? Who else have you interviewed?
What kind of information are you looking for? What's the deadline?
If you need more time or don't feel comfortable talking to the reporter at that time, tell him or her
you will contact them later that day. This will give you time to gather your thoughts, call a colleague
or poll your staff for advice. Regardless of the topic, try to stick to a few points or one fundamental
message.
Once you begin to speak with the reporter, assume everything you say is on the record. Explain
things as carefully as if you were speaking to a child...really. Issues such as pay scales, reasons
for policies, special education, and test scores are very complex and may need careful explanation.

12

Remember, you are the expert.

Here are a few more tips to keep in mind when talking with reporters:

Be brief. Be honest. Be clear. Be careful.

Stick to the facts. Don't speculate or give opinions.

Stop talking once the question is answered.

Stick to your fundamental message--regardless of what's asked.

Use examples from your organization.

Use statistics if you are sure of them.

If you don't know the answer, say so.

Avoid jargon.

Never say "no comment." If you can't comment on the question, say something like, "I haven't
been briefed on this, but what I can say is that nothing's more important to our organization
than the safety and security of our clients, staff and volunteers."

When you have an interview, look at the reporter, not the camera. (Remember, you are speaking
with the reporter, not the camera.) Be clear and concise in your answers. Again, once you have
sufficiently answered the question posed, stop speaking. Reporters tend to leave the microphone
dangling in front of you, but try to avoid babbling.
The most important thing is to relax and stay calm. Never lose your temper. If you feel you
must cut the interview short. Stay pleasant and in control!
(Communicator, PR Primer March 2010 page(s) 5-6
by June Million, NAESP Director of Public Information)

13

9.
The Agency
Marketing Video

1)

Selecting the Right Video Production Company

Equipment doesnt make a successful video the track record of the producer does.
Ask to see several samples of their work.
Look for a producer who works with nonprofit organizations. Producing a killer spot
for car dealership is NOT the same as producing an emotional video for your
agency.

2)

Working with the Producer

Get the producer involved with your staff planning often staff dreams up wonderful
effects and ideas that are simply cost prohibitive. The producer will help guide you in
what is possible within your budget.
What is your message? A video message is much like a very short mission statement.
Make sure your emphasize the video Message to the producer.
What is your targeted audience?
What do you want the viewer to feel, think or do upon watching the video?

3)

Selecting Clients, Volunteers, Donors or Staff to be interviewed

Your Agency or Organization may have a great story to tell, but without the right
interviews, the video will be full of facts and no emotion.

14

 Carefully prepare those being interviewed. Be upfront in what you are hoping for.
Make sure the client being interviewed has a solid understanding on what your
organization does and who they serve. Do not assume they know.
4)

Develop a pyramid content outline.

5)

After the videotaping review the footage.

6)

The producer usually writes a script for your review. This is a critical stage. This is where
you make changes and check for accuracy.

10.
Introduction to a NonProfit
News Distribution Network

For the truly ambitious & tech savvy agencies.

15

Why wait for the Media to cover your stories

create your own network
www.Weebly.com

16